Finding opportunity in a new world

Strategy

A strategy was required to drive distinctiveness in the market around the recruitment experience. Following a deep dive, it was determined that while recruiting is a people-driven business with a strong emphasis on EQ and relationships, technology capabilities bring the opportunity to build IQ into the equation.

Naming

Based on our strategy we conducted a naming exercise, and from the shortlist one name stood out: UpperGround. While ‘upper’ speaks to aspiration and a tech advantage, ‘ground’ speaks to an earthiness, and understanding of reality and human connection. As a concept, UpperGround offers a higher view of people, encompassing both.

Verbal

The verbal identity and messaging were built around the concept of “found” – the relief and elation of finally finding exactly what you’re looking for. It’s the ultimate benefit – while clients are looking to find, candidates are looking to be found.

Visual

The UpperGround visual identity is based on the interweaving relationship between humans and technology. Using simple pixel forms, we represent individuals and technology coming together like a puzzle to communicate ‘the best fit’. The pieces can also be used to create a reveal mechanic to support the “found” concept.

Guided by codes like energy, knowledge, collaboration, scalability and confidence, each one of the components were used to deliver a facet of the brand.

Energy and confidence through colour; scalability and relationship through visual devices; insight and collaboration through typography, and; respect and success through photography.